Cutwater Spirits — via AKQA — used a tongue‑in‑cheek celebration of clever laziness to stand out during Super Bowl LVI. The spot cleverly parodied Apple’s iconic “Here’s to the Crazy Ones” campaign, reframing “lazy” not as a flaw but as a sign of smart, efficient living. With memorable imagery (like flamethrowers melting snow) and playful writing, the ad positions laziness as a form of innovation — for those who make the most of their time and stay ahead of it.